It's sad that some people are so cynical that they can't discern between a very well crafted document like this one, and an industry inside joke.

I think the document reflects a strong, well thought out, design rationale that we rarely get to see. Anyone who has been close to this process knows there is some post-rationalisation going on, but it’s all about presenting a strong argument – one that had to be communicated to all parts of a huge multinational.

I am designing a syndication application for the iPhone. When I speak with people, they sort of get the idea, but when I show them the application, they say wow, that’s cool. If I showed them the application and they didn’t get it until I showed them the documentation, I’d redesign the business model. The inside joke is that we’re designers.